One solution for unemployment is directing youth especially college student to be entrepreneur. Entrepreneurship development in college student is rising as well as social media trend which ranging widely used for business. This study reviews the social media usage by college students, college students tendency in starting business by pioneering new business or franchise, and investigates the relation of social media understanding to way of starting business among college students. Convenience sampling resulted 420 respondents who registered as college student in Bandung city area. The study indicated two group of students, one whose perception of social media features is very high (Group One) and another one whose perception of social media features is high (Group Two). Facebook, Twitter, and lnstagram are the three most affected social media for starting business. Students is interested to pioneer new business as a way to start business rather than franchise. By using MANOVA, this study found that social media understanding, social media type, and student's college are related to way of starting business but no for gender. Social media understanding is affecting only to pioneering new business. However, student's college and social media type are affecting to both pioneering new business and franchise.
Keywords: Social Media, Pioneering New Business, Franchise, Starting Business.